社會企業品牌化之研究

A study of social Enterprise branding

薛文婷(Wen-Ting Hsueh)

指導教授 ： 洪祺森

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2017年)

摘要

社會企業經政府推動下形成產業新趨勢，然而部分組織事業化結果卻無法順利銜接消費者需求及市場面，成為轉型過程的阻礙。因此本研究旨在深入釐清現今社會企業現況、以設計角度探討社會企業品牌化及可行性、彙整國內社會企業運用之品牌化策略等三方面為研究目的。由於以品牌分析社會企業屬於新議題，故本研究當屬於探索性研究，透過文獻閱讀及整理，以社會企業光譜延伸及品牌相關理論為研究架構，形成「社會問題」、「核心價值」、「社會創新」、「營運模式」、「價值認同」、「價值影響」、「品牌價值」、「品牌定位」、「符號化」、「品牌個性」、「品牌形象」、「傳遞對象」等構面，擇選四個不同面向以設計導入發展產品或服務的社會企業個案，經由立意取樣以個案分析角度剖析各社會企業品牌化的異同。
　　研究發現如下：一、社會企業的產品及服務能滿足部分社會需求，成為無法取代的獨特性及議題性；同時也形成後續定價操作困擾，產生傾向非營利組織的結構。二、資源侷限的情況下，考驗創辦人資源整合與成本控管的能力。三、形成與非營利組織相似的特殊傳播方式，如口碑行銷、故事行銷、社群網路運用及善用大眾媒體資源。四、經由跨領域合作及設計介入輔導，不僅能釐清社會議題、協助組織間合作，更能促進社會企業形成品牌。五、社會企業品牌化策略因應組織成因特質等而形成差異。

關鍵字

社會企業 ； 社會創新 ； 品牌化

並列摘要

The purpose of this study is to clarify three areas in depth – to examine the present conditions of social enterprises, discuss the feasibility of social enterprise branding from the perspective of designing, and to compile the branding strategies of domestic social enterprises. As the analysis of social enterprises through branding is an emerging method, this study should fall under the category of exploratory research. By reading and arranging literature, the social enterprise spectrum as a research framework is extended to form nine facets that include social problems, core values, social innovation, business models, value identification, value impact, brand value, brand image and target delivery. Four different avenues are selected to design the input of social enterprise cases on product development or service. Data is collected through purposive Sampling and semi-structured in-depth interviews. The KJ method is adopted to conduct word-for-word manuscript analysis.

　　The findings of this study are as follows: (1) The products and services of social enterprises can partially satisfy social needs, creating unique and problematic circumstances that are unavoidable. At the same time this generates problems with follow-up pricing, resulting in the tendency to form non-profit like organizations. (2) Under situations of limited resources, the founder’s abilities in resource integration and cost control are tested. (3) A unique method of propagation is developed similar to that of non-profit organizations, such as word of mouth marketing, story marketing, and effective use of social network and mass media resources. (4) Through interdisciplinary collaboration and design intervention counseling, not only can they clarify social issues and assist inter-organizational cooperation, they can also promote the formation of social enterprise brands.

　　Looking at the above, it is apparent that the operational marketing methods of social enterprise brands are different from the normal operational methods of common businesses; they are more inclined towards the methods of non-profit organizations. However, traits of social enterprises that lean towards business models reflect in the more urgent nature of their resource integration compared to non-profit organizations. Through the design intervention of social enterprise, a more defined brand positioning is established that can be effectively attached to the brand value of social enterprises.

並列關鍵字

social enterprise ； social innovation ； branding.

參考文獻

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